Below are the available bulk discount rates for each individual item when you purchase a certain amount. Publication Date: August 12, Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. Design-driven innovations do not come from the market; they create new markets.

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Studies of innovation management have often focused their investigations on two domains: technologies and markets. Technological innovation has been capturing most attention, especially as far as radical technological change is concerned.

Design has recently gained much attention among practitioners and scholars as a source of innovation. Still, the role of design in innovation and competition remains a rather young preparadigmatic area, with blurred boundaries and often unclear or contrasting perspectives.

In this chapter we aim to provide a theoretically solid and empirically grounded view on design from a very specific angle: design as a source of innovation. The chapter first defines what innovation driven by design is and how it stands apart from other approaches of innovation.

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Design-Driven Innovation by Roberto Verganti

The more you believe that human-centered design is important, the more you need to read this book. Forget user-centered innovation. The traditional view is technology driven, with most innovation being small, incremental changes and occasional large, dramatic jumps. I have argued that human-centered design is useful for incremental changes, but not for the large, radical transformations Norman,


The first is that radical innovation, albeit risky, is one of the major sources of long-term competitive advantage. For many authors, however, the phrase radical innovation is an ellipsis for a longer construction that spells radical technological innovation. Indeed, investigators of innovation have focused mainly on the disruptive effect of novel technologies on industries. The second finding is that people do not buy products but meanings. People use things for profound emotional, psychological, and sociocultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a meaning.


Roberto Verganti. Roberto Verganti s fascinating analysis will stimulate all thoughtful business readers, students, and practitioners alike. This passionate and keenly observed book offers a valuable and provocative new view, and will be a fundamental reference for all those interested in design and determined to pursue innovation as a driving factor in their profession. Every manager interested in innovation should read this book.

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